NEAREST & JACK ADVANCEMENT INITIATIVE TO HOST INAUGURAL 'SPIRITS ON THE RISE' SUMMIT

Diverse Voices and BIPOC Spirits Entrepreneurs Will Come Together in Tennessee for a Two-Day Immersive Learning Experience from April 17 to 18

SHELBYVILLE, Tenn. and LYNCHBURG, Tenn., Feb. 28, 2023 Today, the Nearest & Jack Advancement Initiative (NJAI), the first-of-its-kind incubator for diversifying the current and future leaders in the whiskey industry, announces its first-ever 'Spirits on the Rise' Summit. The two day event, taking place on April 17 and 18, 2023, aims to combat the imbalance set upon BIPOC businessmen and businesswomen in spirits and will bring together spirits industry entrepreneurs from historically underrepresented communities as they work to advance their businesses.

Throughout the summit, attendees will have unprecedented access to industry experts from NJAI founders Uncle Nearest Premium Whiskey and Jack Daniel's Tennessee Whiskey, as well as leaders from companies like Hyatt Hotels, Breakthru Beverage, ReserveBar, and Republic National Distributing Company to learn more about investment and finance, distribution, route to market, networking, and community. The event will allow the NJAI to expand its impact beyond its existing programs – the Leadership Acceleration Program, the Business Incubation Program, and the Nearest Green School of Distilling – to further assist founders as they enter and progress in the spirits industry.

"When we launched the Nearest & Jack Advancement Initiative in 2020, our goal was to advance diversity within the American whiskey industry and we're thrilled to see the first group of graduates come through the program," said Jamie Butler, Jack Daniel's Global Brand Director. "The 'Spirits on the Rise' Summit expands upon the key tenants of this initiative and gives us the opportunity to increase the amount of BIPOC entrepreneurs we are able to support and educate in a multitude of areas."

The NJAI is inspired by the historic and storied relationship between two pioneers of Tennessee Whiskey, Nearest Green and Jack Daniel, and sees to it that the future of the spirits industry is diverse and dynamic. Since its founding, the NJAI has presented professional opportunities to BIPOC-owned spirits ventures by committing millions of dollars towards providing access to the education and resources needed to be successful in a predominantly white-owned and led spirits industry.

"Over the past three years, the Nearest & Jack Advancement Initiative has worked on three tenets: helping to support up and coming BIPOC-owned brands, ensuring that we see more visible leaders of colors in every sector of our industry, and ensuring that we have attainable education around distillation and the spirits business," said Katharine Jerkens, Chief Business Officer of Uncle Nearest Premium Whiskey. "The 'Spirits on the Rise' Summit is an opportunity to bring together entrepreneurs and key leaders in the industry to network and educate so that we can continue our mission of building a more diverse and inclusive industry."

The impact of the initiative's work can be seen through the first three graduates of their incubator programming: Du Nord Social Spirits, the inaugural graduate of the Business Incubation Program, along with Tracie Franklin and Byron Copeland, the first two individuals to complete the Leadership Acceleration Program.

"This event is a testament to how far we've come in a short amount of time, and I couldn't be more excited to see the new faces of our industry at the Summit," said Chris Montana, Founder of Du Nord Social Spirits. "Du Nord's involvement in the NJAI has allowed us to improve our business model, grow significantly, and compete nationally. I cannot overstate how critical this program has been to us as a business and to me personally."

The current schedule of programming for the 'Spirits on the Rise' Summit includes:

• Monday, April 17, 2023, at Nearest Green Distillery
  • 3:30 p.m.: Tours of Nearest Green Distillery
  • 5:00 p.m.: Welcome remarks, cocktails, and dinner
• Tuesday, April 18, 2023, at Jack Daniel Distillery
  • 9:00 a.m.: The Right Investment Partner in Each Stage of Business, moderated by Fawn Weaver, CEO and Founder of Uncle Nearest Premium Whiskey
  • 10:00 a.m.: Understanding the Financials in an Early-Stage Spirits Brand, moderated by Loni Gray, Global Brand Manager for Jack Daniel's
  • 1:30 p.m.: Tours of the Jack Daniel Distillery
  • 3:00 p.m.: Route to Market: Building your Brand's Distribution, moderated by Katharine Jerkens, Chief Business Officer for Uncle Nearest Premium Whiskey
  • 4:00 p.m.: Emerging Brands Fair
  • 6:30 p.m.: Cocktails, dinner, and closing remarks

To RSVP and for more information on the summit, please visit nearestjack.rsvp360.co

About Nearest & Jack Advancement Initiative

Launched in 2020, the Nearest & Jack Advancement Initiative (NJAI) is inspired by the legacy and the relationship of Tennessee Whiskey pioneers Nearest Green and Jack Daniel with the goal of advancing diversity within the American whiskey industry. The first-of-its-kind incubator started with an initial combined $5 million pledge by Uncle Nearest Premium Whiskey and Jack Daniel's Tennessee Whiskey to create the Nearest Green School of Distilling, a STEM based and employable skills focused program at Motlow State College, the Leadership Acceleration Program to accelerate the development of future BIPOC master distillers, distillery managers and other senior management positions within the American whiskey industry, and the Business Incubation Program, focused on providing expertise and resources to African Americans entering the spirits industry as entrepreneurs. The joint initiative is guided by an advisory board with members from both organizations.

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A stylish stay that never gets old: Old Forester launches The Sleepeasy on Whiskey Row

The prohibition-themed apartment can be booked during March 2023 with all proceeds benefiting the Center for Women and Families

LOUISVILLE, Ky., Feb. 22, 2023- Old Forester – the only bourbon to exist before, during and after Prohibition – today launches its inaugural Sleepeasy, an immersive experience on historic Whiskey Row in downtown Louisville.

From March 1 to April 2, 2023, consumers nationwide can book a stay in the one-bedroom apartment that draws upon the brand's rich 152-year history and is located adjacent to Old Forester Distillery.

A stylish stay that never gets old:  Old Forester launches The Sleepeasy on Whiskey Row

The Old Forester Sleepeasy will transport guests to a simpler era with timeless classics including expertly crafted chess boards, vinyl records and memorabilia from the brand's archives. To make your reservation between March 1 - April 2, 2023, click HERE.

Each booking includes:

• a personalized meet and greet with Master Taster Melissa Rift
• a tour and tasting at Old Forester Distillery
• and the rare opportunity to purchase limited-edition whiskies including the 117 entire Series, President's Choice 2023, and Birthday Bourbon 2022.

"The Sleepeasy is the ultimate experience for bourbon lovers," Rift said. "People will receive an insider look at the world's first bottled bourbon – and this experience will take guests through Old Forester's unique history. And the best part – it's all for charity."

Proceeds from bookings will be donated to the Center for Women and Families, a non-profit that helps women and families in Louisville in crisis by providing housing, support and safety from domestic violence.

"We are so grateful to Old Forester for this generous donation and the strong message it sends about the importance of the community supporting the critical work The Center is doing every day to help individuals and families in situations that threaten their safety and well-being," said Elizabeth Wessels-Martin, president and CEO of The Center for Women and Families.

"Domestic violence deaths have been increasing in our area, and there is a greater need for our services than ever.," she said. "The funding raised through this unique opportunity will help us continue to raise awareness about this crime and how to seek help, answer our crisis line 24/7, and provide safe housing and vital resources to aid our clients on their journey from victims to courageous survivors."

The Sleepeasy was announced today as Old Forester celebrated the newest release in its acclaimed 117 series – Warehouse H bourbon.

Warehouse H is symbolic of Old Forester's growth after WWII. Construction on the brick warehouse began in 1946, housing 50,000 barrels. The 4 story, 8 chamber warehouse was designed to be heat cycled in the winter months when temperatures dropped below 60 degrees and the maturation process ceased. Warehouse H is unusual in its heat cycling profile with the 1st floor sometimes hitting the highest temperatures.

Customers staying in the Sleepeasy get the opportunity to purchase Warehouse H, along with other rare bourbons.

Sleepeasy booking terms

• Guests must be 21 or over
• Limit of two people (the apartment has a queen bed that sleeps two) 
• Bookings are available from March 1 - April 2, 2023. 
• Three-night minimum at $500 per night. Guests may book up to five nights.
• All proceeds will be donated to the Center for Women and Families

To make your reservation between March 1 - April 2, 2023, click HERE.

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Michter's To Release 10 Year Kentucky Straight Bourbon For First Time Since 2021

LOUISVILLE, Ky., Feb. 21, 2023 This March, Louisville-based Michter's Distillery will begin releasing its 10 Year Kentucky Straight Bourbon. No Michter's 10 Year Bourbon was shipped by the company in 2022, so this will mark the first release of this single barrel whiskey since 2021.

"I thought that the 10 Year Bourbon we are now releasing was drinking beautifully last year, but our Master Distiller Dan McKee and our Master of Maturation Andrea Wilson told me that with one more year of maturation it would be extraordinary," stated Michter's President Joseph J. Magliocco. "At Michter's the goal we strive for is to produce the greatest American whiskey. We're grateful for all the understanding and patience that our loyal Michter's fans have shown in waiting an additional year for the release of our 10 Year Bourbon."

Kentucky Bourbon Hall of Famer Wilson brings tremendous experience to her role of overseeing maturation of all Michter's barrels. She observed, "There are many characteristics we are evaluating when considering barrels for this release including complexity, body and depth. These are the aspects of a whiskey that make it memorable, and we feel the additional time has complemented this release creating an experience that builds to the finish."

"One of the most important things I learned from our late Master Distiller Willie 'Dr. No' Pratt was patience. He would not release a product unless he felt it was at its peak maturation," commented McKee. "Last year, Andrea and I tasted the then already well over 10 year old bourbon and spoke about it. We both felt that it would be exceptional with one more year in the barrel. I'm so excited about how it turned out."

Michter's 10 Year Bourbon has a suggested retail price of $185 per 750ml bottle in the United States.

Michter's has a rich and long legacy of offering traditional American whiskeys of uncompromising quality. With each of its limited production offerings aged to its peak maturity, Michter's highly acclaimed portfolio includes bourbon, rye, sour mash whiskey, and American whiskey. Currently all types of Michter's are being allocated because demand exceeds supply. In October 2022, Michter's was named the Most Admired American Whiskey in a global survey. In January 2023, Michter's was named the #1 Top Trending American Whiskey brand by Drinks International in their Annual Brands Report.

For more information, please visit www.michters.com, and follow us on Instagram, Facebook, and Twitter.

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Introducing Northcross Irish Whiskey: New Triple Wood Expression Perfect for St. Patrick's Day and Beyond

 

Triple matured, this new full-flavored Irish Whiskey is available under $25

BOSTON, Feb. 21, 2023 Northcross Triple Wood Irish Whiskey is hitting shelves this week, just in time for St. Patrick's Day. The new whiskey, crafted and matured at the Great Northern Distillery in Ireland, is perfect for the holiday, but also is a great everyday option, offering whiskey lovers a high-quality, flavorful Irish Whiskey at under $25.

Triple Wood, the first expression from Northcross, is made from a blend of whiskies, distilled in copper pot stills, and matured in a combination of ex-Bourbon barrels, Oloroso Sherry casks and virgin American Oak.

Northcross Triple Wood Irish Whiskey offers whiskey lovers a high-quality, flavorful Irish Whiskey at under $25.

Located in the city of Dundalk in County Louth, The Great Northern Distillery is situated about halfway between Dublin and Belfast, just south of the border with Northern Ireland. Northcross is crafted using high-quality grain and some of the purest water in the country from the nearby Cooley Mountains.

"The triple maturation process used to craft Northcross brings an impressive level of flavor and complexity to the spirit, especially considering the $25 price point," said Terry Lozoff, Spirits Director at Latitude Beverage, the creators of Northcross Irish Whiskey. "It's a distinctive alternative to other similarly-priced Irish whiskeys, making it a great option for not only cocktails but also for sipping neat or enjoying on the rocks."

Rich on the nose, this whiskey has aromas of graham cracker and honey. Once sipped, the sweetness of the malt is immediately present with flavors of chocolate syrup and beignets, before giving way to the tastes of creamy butterscotch and lively orange zest. The finish showcases the influence of the sherry maturation with notes of marzipan and dried cherries.

Northcross Irish Whiskey is non-chill filtered and bottled at 86 proof (43% ABV). It has an SRP of $24.99 and will be available for purchase online in most states. The product will be available in limited retail distribution initially, in markets including Colorado, Connecticut, Delaware, Illinois, Maryland, Massachusetts, New Jersey, New York, and Rhode Island.

For more information or to purchase, visit www.northcrosswhiskey.com.

About Northcross Irish Whiskey

Northcross Irish Whiskey is crafted and matured at Ireland's Great Northern Distillery. The product was launched by Latitude Beverage, the company behind a growing portfolio of wine and spirits brands including Wheel Horse Whiskey, a 2021 Whisky Advocate Top 20 Whisky of the Year.

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Jameson, the #1 Irish Whiskey, Brings Back SPTO - St. Patrick's Day Time Off - and Introduces Jameson Desk Decoys with the Help of Actor and Producer Regina Hall

Made especially for St. Patrick's Day 2023, the personalized, life-size Jameson Desk Decoys are designed to help Americans enjoy their day off from work guilt-free

NEW YORK, Feb. 15, 2023- St. Patrick's Day is arguably the best holiday of the year, and this year it falls on the best day of the week - Friday! That's why in 2023 Jameson Irish Whiskey, with the help of actor, producer - and Irish Whiskey lover - Regina Hall, is encouraging Americans to use their hard-earned PTO days and make March 17 an SPTO - St. Patrick's Day Time Off - to celebrate with friends and family.

But saying you're taking a day off and actually taking a day off are two different things. In fact, a recent 2022 survey found 61% of people reported feeling guilty for taking their much-deserved PTO (source). That's why, to combat guilt when scheduling an SPTO this year, Jameson has created the Jameson Desk Decoy - a personalized, life-size version to "stand in" for you this St. Patrick's Day just in case work comes-a-calling.

"We've all been there before - your boss forgot you took an SPTO and swings by to meet one-on-one. Or your finance department didn't get your SPTO memo and requests your latest expense report while you're out of the office," says Johan Radojewski, Vice President of Marketing, Jameson Irish Whiskey. "That's why in the true spirit of Jameson we are introducing the Jameson Desk Decoy: a comical, life-size version of yourself for the office, so the real you can take that planned SPTO and go celebrate St. Patrick's Day – with a Jameson, Ginger & Lime – guilt free!"

Especially as the boss, it can be hard to take a vacation day. In a series of hilarious videos directed by Lauren Palmigiano, Regina Hall shows how she uses her Jameson Desk Decoy to navigate her own SPTO. Regina's Jameson Desk Decoy reviews scripts, participates in a colleague's birthday party, and stands-in during a photo shoot while the real Regina is out celebrating St. Patrick's Day with a glass of Jameson amongst friends.

"I can totally understand the feeling of wanting to take a day off yet not wanting to feel bad about it, but with St. Patrick's Day falling on a Friday this year, it's the perfect day to plan ahead and take one of those hard-earned PTO days!" said Regina Hall. "So don't save those days for lesser holidays when this year you can take an SPTO, set up your Jameson Desk Decoy, and go celebrate St. Patrick's Day with friends."

Starting February 15, consumers can visit JamesonSPTO.com to customize their Jameson Desk Decoy by selecting from a line of SPTO-inspired outfits and uploading their headshot. Each Jameson Desk Decoy is $17.80 - priced for the year Jameson was founded - plus tax with free shipping in the continental U.S. Orders are open until March 10 to ensure fans get their Jameson Desk Decoy propped and in place for their SPTO on March 17. Quantities are limited, so participants are encouraged to act fast!

And because we know not everyone can take St. Patrick's Day off – especially Jameson's friends in the bar and restaurant industries – the brand will donate all proceeds from the Jameson Desk Decoy sales to the Restaurant Workers' Community Fund (RWCF), on top of an additional $25,000 donation, continuing its longstanding partnership with the organization.

For St. Patrick's Day cocktail ideas and other SPTO out-of-office inspiration, head to JamesonSPTO.com and follow @jameson_us to learn how to order a Jameson Desk Decoy … because it's never too early to start planning your SPTO for Friday, March 17th!

TASTE RESPONSIBLY. JAMESON ® Irish Whiskey. 40% Alc./Vol. (80 Proof). Product of Ireland. ©2020 Imported by John Jameson Import Company, New York, NY

ABOUT PERNOD RICARD USA
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA., the world's second largest spirits and wine company. Pernod Ricard employs approximately 19,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index. The company's leading spirits include such prestigious brands as Absolut Vodka, Avión Tequila, Chivas Regal Scotch Whisky, The Glenlivet Single Malt Scotch Whisky, Jameson Irish Whiskey, Kahlúa Liqueur, Malibu, Martell Cognac, Olmeca Altos Tequila, Beefeater Gin, Del Maguey Single Village Mezcal, Código Tequila, Monkey 47 Gin, Seagram's Extra Dry Gin, Malfy Gin, Hiram Walker Liqueurs, Midleton Irish Whiskey, Redbreast Irish Whiskey, Aberlour Single Malt Scotch Whisky, Lillet, Jefferson's Bourbon, TX Whiskey, Smooth Ambler Whiskey, Rabbit Hole Whiskey, Pernod and Ricard; such superior wines as Jacob's Creek, Kenwood Vineyards, Campo Viejo and Brancott Estate; and such exquisite champagnes and sparkling wines as Perrier-Jouët Champagne, G.H. Mumm Champagne and Mumm Napa sparkling wines.

Pernod Ricard USA is headquartered in New York, New York, and has more than 1,000 employees across the country. As "creators of conviviality," we are committed to sustainable and responsible business practices in service of our customers, consumers, employees and the planet. Pernod Ricard USA urges all adults to consume its products responsibly and has an active program to promote responsible drinking. For more information, visit: www.pernod-ricard-usa.com.

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Stillhouse Reinforces Its Campfire Spirit With The Introduction of Peanut Butter S'mores Whiskey

New Variety Joins Stillhouse's Award-Winning Portfolio Of Unbreakable Spirits

CORAL GABLES, Fla., Feb. 15, 2023  Stillhouse, known for its award-winning portfolio of American-made spirits, has officially announced its newest variety, Peanut Butter S'mores Whiskey. With its innovative and unique 100 percent stainless-steel packaging, Stillhouse whiskey chills quickly and reflects the unbreakable spirit, journeying to all those awesome places you wouldn't think of taking glass. Peanut Butter S'mores offers a perfect combination of an enjoyable spirit and nostalgia, whether you are gathering around the campfire recounting your day adventuring off grid — or somewhere inside wishing you were in the great outdoors.

Stillhouse introduces its newest flavor innovation, Peanut Butter S'mores Whiskey, in its unique, unbreakable packaging.

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"Our new Peanut Butter S'mores Whiskey is inspired by our love of adventure and is crafted with a smooth, easy-to-drink flavor profile," said Ludlow Dawes, Senior Brand Manager, Stillhouse. "By introducing such an iconic camp flavor to our portfolio, we're striving to further fuel the familiar feelings of camaraderie around a campfire after a day of grit and outdoor adventures. We are excited to welcome more fans into the unbreakable nation of Stillhouse with this new addition."

Hitting shelves in March, Stillhouse's Peanut Butter S'mores Whiskey delivers a blend of salty, sweet, and savory notes of peanut butter, complemented by toasted vanilla notes of roasted marshmallows and hints of bittersweet chocolate. Peanut Butter S'mores Whiskey can be enjoyed on its own or as the main ingredient in a variety of two-ingredient cocktails, made easy to create in the backcountry, including:

• PB&J Shot: One part Stillhouse Peanut Butter S'mores Whiskey & one part blackberry liqueur
• Campfire Highball: One part Stillhouse Peanut Butter S'mores Whiskey & three parts cream soda
• Good S'More-ning: One part Stillhouse Peanut Butter S'mores Whiskey & three parts Illy Cold Brew Cappuccino RTD

The new Peanut Butter S'mores Whiskey joins Stillhouse's existing portfolio of flavored whiskeys from Peach Tea, Apple Crisp and Spiced Cherry, as well as its Original Whiskey, Black Bourbon and Classic Vodka. Stillhouse award-winning spirits are available nationwide. For a location near you, please visit www.stillhouse.com.

About STILLHOUSE
STILLHOUSE is an award-winning American-made spirits portfolio encased in one-of-a-kind, unbreakable 100% stainless steel cans that go where glass can't. Forging a path that goes against the grain, Stillhouse Spirits Co. was founded in 2016. From its inception, STILLHOUSE has created a unique and differentiated platform in the spirits industry – from liquid to package – by defying industry norms, breaking through the monotony and all in a metal can that stands for the unbreakable spirit of America's finest. STILLHOUSE Original Whiskey is distilled in traditional copper stills then charcoal filtered for superior quality and taste, allowing the natural sweetness of the corn to shine throughout the mellow flavor and smooth finish that make this a truly versatile spirit. Stillhouse whiskey is also available in Apple Crisp, Peach Tea, Spiced Cherry and Peanut Butter S'mores. All flavors are natural and gluten free. In 2018, STILLHOUSE introduced STILLHOUSE Black Bourbon and in 2019, the brand took the biggest spirits category head on with the debut of STILLHOUSE Classic Vodka. STILLHOUSE's award-winning spirits are available nationwide at America's Finest retailers, establishments, and select Duty Free Americas and United States Marine Corps retail stores. For a location near you and to join the Unbreakable Nation, visitwww.stillhouse.com.

The STILLHOUSE brand is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.

STAY UNBREAKABLE, DRINK RESPONSIBLY.
©2020. STILLHOUSE AND ITS TRADE DRESS ARE TRADEMARKS. STILLHOUSE SPIRITS CO., CORAL GABLES, FL 33134; WHISKEY – 40% ALC. BY VOL.; WHISKEY SPECIALTY– 34.5% ALC. BY VOL.; VODKA – 40% ALC. BY VOL

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CANADIAN WHISKY BRAND CROWN ROYAL TEAMED UP WITH ROCK LEGEND, DAVE GROHL TO BRING ITS GENEROSITY MISSION TO SUPER BOWL LVII THROUGH 60-SECOND SPOT - 'THANK YOU CANADA'

"Diageo Owned Crown Royal, the Official Whisky Sponsor of the National Football League, Encourages Acts of Gratitude Starting with Super Bowl LVII"

NEW YORK, Feb. 13, 2023-- Crown Royal, the official whisky sponsor of the National Football League (NFL), released its first-ever Super Bowl spot with a sixty-second ad featuring Dave Grohl. As an extension of the brand's core platform of generosity, the award-winning whisky enlisted Grohl, to show a moment of gratitude to Canada for all the amazing things it's given the world, from paint rollers to instant replays, peanut butter to hockey, surprisingly football, and, of course, Crown Royal. That's right, Crown Royal used the spot to highlight amazing and beloved items not widely known to be Canadian including the very game that the Super Bowl celebrates, in a fun and conversation starting way.

Experience the full interactive Multichannel News Release here:  https://www.multivu.com/players/English/9140151-crown-royal-dave-grohl-super-bowl

The sixty-second spot is the very first Super Bowl spot from Diageo, the whisky brand's parent company. In addition to poutine, Hawaiian pizza, and other Canadian treasures – it also honored Canadian legends like Joni Mitchell, Eugene Levy, Catherine O'Hara, Seth Rogen, and Celine Dion. Following the ad's debut, Crown Royal partnered with Canadian stars like Avril Lavigne who took to Twitter to join in on the fun conversation around their country, Canada.

Leading up to game day, Crown Royal took fans on a journey to the big spot reveal by rolling out various teasers including a modern take on O Canada performed by the extraordinary Canadian guitarist Donna Grantis and produced by Grohl. The mysterious teasers drummed up excitement and kept fans wondering what the brand and rock icon has up their sleeves for Super Bowl Sunday.

Ahead of The Big Game, Crown Royal took the opportunity to bring their tradition of generosity straight to the ground in Phoenix, Arizona with a special performance by Dave Grohl. The private, invite-only event took place Friday before Sunday's kick-off and was attended by a select group of military veterans. Crown Royal leaned into their long tradition of honoring veterans and enlisted past partners CreatiVets and Packages From Home to round out the guest list with exclusive invites. The acoustic Grohl performance was made even more special with an opening act by singer, songwriter, recording artist, CreatiVets alum and combat veteran, Scotty Hasting. The venue was also flanked with one-of-a-kind artwork from Shawn Augustson, another CreatiVets alum and veteran and allowed for attendees to really interact and immerse themselves in this special experience. During the evening, attendees were able to pay it forward and express gratitude in the form of the Purple Bag Project, presented by Packages From Home, a decade-long initiative that provides care packages to men and women serving our country overseas.

"There is no bigger stage to say thank you than the Super Bowl and for a brand built on generosity we thought an appropriate time to thank Canada for giving us amazing things like the battery and most importantly football," said Sophie Kelly, Diageo's Senior Vice President for whiskeys in North America.  "For Crown Royal this is really just about saying thank you in a fun way that's true to our roots."

The brand also kicked off a "Crown Royal Chain of Gratitude" that follows the success of its "That Deserves A Crown" campaign – the brand's first Web3 venture in digital collectibles. Consumers are invited to  join the "Chain of Gratitude," – a digital collectible-based game where Crown Royal themed prizes will be awarded based on the sharing of gratitude from one person to another.

Here's how it works:
To participate, players will visit web3.crownroyal.com, to mint1 of 2 digital "Tokens of Gratitude" and share a unique link to a friend to continue building their chain of gratitude. As the chain grows, the digital collectible which is available to players on that chain will also evolve dynamically.

• The "Gratitude Bag" will be minted should a participant choose to start a chain of gratitude OR participate in an existing chain by extending the chain of gratitude (I.e., ."passing the gratitude on".)
• The "Gratitude Crown" will be minted should a participant decide not to engage in the game. They have the option to simply mint a digital collectible and end their involvement with the program there.

The objective is for players to continue growing their chain as the player who started the chain with the most players will win a custom Crown Royal cape and all others who are part of the winning chain may win a prize of Crown Royal sneakers. † Carmilla Sumantry, an up-and-coming Canadian-based digital artist, created the art for both collectibles.

Crown Royal didn't just express gratitude in the spot, they celebrated all week long on the ground in Phoenix, AZ first by surprising local hospitality workers with Generosity Food Trucks featuring the sweet treats from Chef K and coffee from local shop, Sweet Waters Café as a thank you for making gameday great. The trucks ended the week near the State Farm Arena where they kept giving thanks to the hospitality community all the way up to Super Bowl Sunday kickoff. Crown Royal served hundreds of hospitality workers with the Generosity Food Trucks.

Crown Royal also celebrated Super Bowl LVII at the 12th Annual NFL Honors by raising a glass to the athletes and support teams that make gameday possible. Crown Royal fan and brand partner, Nate Burleson, hosted the red carpet and asked players to share what they were most thankful for this past season.

"Our brand prides itself on celebrating the generosity and selflessness of the military and hospitality communities, and we're thrilled we could continue that work on-the-ground in Phoenix, where the city came together to put on a series of beautiful events this past weekend," said Nicky Heckles, Vice President of Crown Royal. "We're proud to close out a great second season as the official whisky partner of the NFL, extend the spirit of generosity and really champion those that make game day great at the stadiums across the country and in our daily lives."

Generosity is nothing new for the Canadian whisky brand and over the last two years, Crown Royal has worked with over 30 charitable partners to champion hospitality workers and the military—from delivery drivers to volunteers in the stadiums, the whisky label has recognized the efforts of those who keep game day great through a $2M commitment through the Crown Royal Generosity Fund.‡ Super Bowl LVII puts a close to a season where Crown Royal matched over 500,000 tips for delivery drivers through a partnership with UberEats.

Crown Royal invites consumer 21+ to raise a glass to all those who help make your gameday great, and please drink responsibly.

†NO PURCHASE NECESSARY. Must be legal U.S. resident, 21+ with Internet access & valid email. Chain of Gratitude begins 2/12/23 at 11:59:59 pm ET & ends 3/13/23 at 11:59:59 pm ET. OBTAIN 3^RD PARTY CONSENT BEFORE SHARING LINK WITH THEM. If winning Chain of Gratitude is comprised of 20 or fewer players (in addition to player starting Chain), all will win Crown Royal sneakers subject to verification; but if Chain is comprised of over 20 players (in addition to player starting Chain), only 20 prizes of Crown Royal sneakers will be awarded via random drawing.  Void where prohibited. Alcohol is NOT part of any prize. See official rules for full details including additional entry, prize information/restriction and odds of winning.

‡Crown Royal Generosity Fund is a donor-advised fund, administered by Fairfield County's Community Foundation, a nonprofit entity organized under IRC §501c3.

About Crown Royal
Crown Royal Canadian Whisky is the number-one selling Canadian whisky brand in the world and has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by King George VI and Queen Elizabeth of Great Britain in 1939, Crown Royal's smooth, elegant flavor and gift-worthy presentation reflect its regal origins – it is considered the epitome of Canadian whisky. For more information, visit crownroyal.com. Crown Royal encourages all consumers to please enjoy responsibly.

About Diageo North America
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world.

For more information about Diageo, their people, brands, and performance, visit diageo.com. Visit Diageo's global responsible drinking resource, DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

About CreatiVets
CreatiVets' is a 501(c)(3) non-profit organization whose mission is to provide wounded veterans struggling with post-traumatic stress and traumatic brain injury with opportunities to use art, music, and creative writing to heal their unseen wounds of war. Their goal is to empower veterans with tools they can use for the rest of their lives and enable them to see their own capacity for success in an arena outside the battlefield. Learn more at creativets.org.

About Packages From Home
Packages From Home is a 501(c)(3) nonprofit organization whose mission is to send care and comfort packages to Active Duty military members stationed or deployed overseas (to include military working dogs & military K9 teams) as well as homeless, transitioning, and at-risk veterans by providing them with requested food, hygiene, and entertainment items to boost morale and quality of life. The care packages and supplies provided by Packages From Home are tokens of love and gratitude to these heroes for their many sacrifices in service of our freedoms as Americans.

About Vayner3
Vayner3 is a consultancy under the umbrella of VaynerX exclusively focused on guiding the world's leading enterprises and intellectual property owners in the next iteration of consumer behavior and navigating the ground-breaking and ever-evolving world of Web3. For more information, you can visit: www.vayner3.com.

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Kavalan Launches in Sweden

Sweden's Symposion will distribute four Kavalan expressions

TAIPEI, Feb. 9, 2023 - Kavalan, Taiwan's premier whisky maker, has announced it is expanding to Sweden starting this month.

Kavalan CEO Mr YT Lee said the move reflected growth in international markets.

"We are seeing strong demand for Kavalan in markets such as France and the UK, and we look forward to building on that growth in Sweden with the help of Symposion, which is family-run like Kavalan itself," he said.

"We believe Swedish drinkers will like the four award-winning expressions in stores from this month: Distillery Select No. 1, Triple Sherry Cask, Podium and Solist Vinho Barrique."

The Sweden portfolio ranges from the signature Kavalan Solist Vinho Barrique (57.8% ABV) - named World Whiskies Awards' 2015 Best Single Malt - to the distillery's latest new release, Triple Sherry Cask (40% ABV), a gorgeous amalgamation of Pedro Ximénez, Moscatel and Oloroso sherry-aged whiskies.  

All Kavalan expressions are single malt whisky made from pure barley in its distillery in Yilan County, on the island of Taiwan.

Expressions for Swedish Market

Kavalan Distillery Select No.1 Single Malt Whisky (ABV, 40) Vol 70cl

Kavalan Triple Sherry Cask Single Malt Whisky (ABV, 40) Vol 70cl

Kavalan Podium Single Malt Whisky (ABV, 46) Vol 70cl

Kavalan Solist Vinho Barrique Single Cask Strength Single Malt Whisky (ABV, 50-59.9) Vol 70cl

About Symposion

Symposion is a family-run specialist in premium spirits, with a modern approach to a complex monopoly market. With more than 25 years' experience in Swedish off-trade, on-trade and travel retail channels, Symposion holds several market-leading positions. Symposion's distribution covers 100% of the Swedish alcohol market, including monopoly stores, restaurant wholesalers, bars, restaurants and travel retail.

About Kavalan Distillery

Kavalan Distillery in Yilan County has been pioneering the art of single malt whisky on the island of Taiwan since 2005. Our whisky, aged in intense humidity and heat, sources the meltwaters of Snow Mountain and is enhanced by sea and mountain breezes. All this combines to create Kavalan's signature creaminess. Taking Yilan County's old name, our distillery is backed by about 40 years of beverage-making under parent company, King Car Group. We have collected more than 700 gold awards or higher from the industry's most competitive contests. Visit www.kavalanwhisky.com

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IT'S PIÑA! BUCHANAN'S BLENDED SCOTCH WHISKY INTRODUCES NEW BUCHANAN'S PINEAPPLE - THE FIRST FLAVORED SPIRIT IN THE BRAND'S AWARD-WINNING PORTFOLIO

Buchanan's Pineapple combines the exceptional smoothness of Scotch Whisky, with the juicy taste of pineapple, inviting drinkers to step into a more vibrant world.

NEW YORK, Feb. 7, 2023 - Buchanan's Blended Scotch Whisky is proud to introduce Buchanan's Pineapple, the newest offering in the award-winning whiskymaker's portfolio. A blend of Scotch Whisky from the House of Buchanan's and natural flavors, featuring the taste of its most popular mixing partner – pineapple – is perfect for those seeking an elevated craft cocktail experience and is best enjoyed with good food and great company. 

Experience the full interactive Multichannel News Release here: https://www.multivu.com/players/English/9124551-buchanans-scotch-whisky-pineapple/

Buchanan's Pineapple features notes of light caramel and vanilla, the luscious taste of juicy pineapple, and a bright, zesty citrus finish.  The new blend is bursting with pineapple flavor that is beautifully balanced with the traditional smoothness of whisky from the House of Buchanan's. Whether served over ice or mixed with seltzer water and a squeeze of lime, Buchanan's Pineapple is destined to delight any cocktail or whisky connoisseur with a vibrant palate and a taste for tropical flavor.

"For years, Buchanan's has been welcomed into the culture and celebrations of the Hispanic American community, often mixed with pineapple juice, resulting in one of our most popular serves, the Buchanita, which helped inspire us to create this new blended whisky flavor," says Joyce He, Director of Buchanan's Whisky. "With Buchanan's Pineapple, we are combining one of the most beloved flavors in Hispanic culture with the same distinct smoothnes from the House of Buchanan's people have enjoyed for more than 130 years."

Buchanan's Pineapple is welcoming drinkers 21 and older to step into a tangier timezone and a more vibrant world of flavor with new campaign It's Piña. The campaign celebrates a tropical state of mind, an energy, and a magic moment that happens the instant you share a piña drink with friends and family. The integrated campaign will launch with digital content in social and paid media, featuring original music by Venezuelan -Dominican producer Napoles, who added his 200% flavor to the campaign.

Buchanan's is encouraging fans to responsibly embrace the piña mindset at home, or out with friends, through easy-to-make cocktails and recipes, like the Piña Fizz and Bucha Colada. Buchanan's Pineapple will also be bringing piña vibes on the road throughout the year at some of the biggest cultural events, local parades and community gatherings across New York, California, Florida, Texas, Illinois, and beyond. Be sure to follow @buchananswhisky for more news, recipe inspiration, and to hear about local events near you.

Buchanan's Pineapple (750ml; 35% ABV) is a permanent addition to the Buchanan's Whisky portfolio and will be available for purchase online and in retail stores nationwide wherever fine spirits are sold beginning February 1, 2023, with a suggested retail price of $29.99.

ABOUT BUCHANAN'S WHISKY:

BUCHANAN'S Whisky's true purpose is to unite all who bring their 100% Hispanic and 100% American identities together to live a 200% life. It was created to be shared with one another and enjoyed by all, because our founder, James Buchanan believed in the power of sharing. With more than 130 years of authentic heritage, every bottle represents James Buchanan's commitment to creating the finest blended Scotch Whiskies. In 2023, BUCHANAN'S introduced BUCHANAN'S Pineapple to its award-winning portfolio which is comprised of four gold award-winning marques, including: BUCHANAN'S DeLuxe Blended Scotch Whisky, BUCHANAN'S MASTER Blended Scotch Whisky, BUCHANAN'S Special Reserve Blended Scotch Whisky, BUCHANAN'S RED SEAL Blended Scotch Whisky, which have been recognized in the most prestigious international spirits competitions. For more information, visit www.BuchanansWhisky.com or connect with us on Facebook: www.facebook.com/BuchanansUS, Instagram: www.instagram.com/BuchanansWhisky, and Twitter: www.twitter.com/BuchanansUSA.

About DIAGEO North America

DIAGEO is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray, and Guinness. DIAGEO is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about DIAGEO, their people, brands, and performance, visit www.diageo.com. Visit DIAGEO'S global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow at Twitter and Instagram for news and information about DIAGEO North America: @Diageo_NA.

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CONOR MCGREGOR & PROPER NO. TWELVE IRISH WHISKEY INTRODUCE NEW IRISH APPLE FLAVOR

Notes of Crisp and Juicy Irish Apple with a Finish that is Smooth to the Core

JERSEY CITY, N.J., Feb. 7, 2023 Proper No. Twelve Irish Whiskey, founded by multiple weight MMA champion and entrepreneur Conor McGregor and co-founders Audie Attar and Ken Austin announce today the release of Proper No. Twelve Irish Apple, an exciting addition to their highly successful Irish Whiskey portfolio.

"I'm thrilled to announce the release of Proper No. Twelve Irish Apple," said McGregor. "This new product and its magnificent flavor profile will crush the competition. We have worked on this liquid for years and have combined my award-winning whiskey that my fans know and love with delicious notes of crisp and juicy Irish apple with a smooth finish like no other. Proper No. Twelve Irish Apple is liquid gold and I'd never settle for less."

Now available nationwide in 50ml, 750ml and 1 Liter bottles, Proper No. Twelve Irish Apple takes a page from McGregor's playbook and will continue to disrupt the industry. Tasting notes of this 70-proof liquid gold start with Proper's award-winning blend of fine grain and single malt whiskey together with a delicious crisp apple taste and notes of warm caramel, oak, and browned butter, all ending with a proper smooth finish.

"Since its inception, Proper No. Twelve Irish Whiskey has grown into an industry leader, rivaling 100+ year-old competitors. Now, we're looking to do it again with Proper Irish Apple, creating the new gold standard in the Flavored Whiskey category," said Lander Otegui, Chief Marketing Officer for Proximo Spirits, parent company of Proper No. Twelve Irish Whiskey.

Ken Austin, co-Founder of Proper No. Twelve Irish Whiskey, stated, "Our brand has seen huge success around the world since its launch.  We will continue to parlay that success by giving back and supporting First Responders around the world. For each case of Proper No. Twelve Irish Whiskey and our new Proper Irish Apple sold, five dollars will be donated to First Responder organizations around the world. To date, the brand has contributed $1.9 million* to a variety of organizations, with more to come."

Proper No. Twelve Irish Apple is best served neat, on the rocks or in a proper cocktail. It is available for purchase in the United States at local retailers or on Drizly and ReserveBar for a suggested retail price of $24.99. For more information please visit: https://properirishapple.com.

Fans interested in getting a first taste of Proper No. Twelve Irish Apple can enjoy a shot during the Proper No. Twelve St. Patrick's Day Pub Crawl in major cities across the U.S. Check out the Pub Crawl Tracker here.

For more information, please visit: https://properwhiskey.com.

Media Contact: KLG Public Relations | prpr@properwhiskey.com

*Proper No. Twelve donates $5 per case on all products up to $1,000,000 annually.

About Proper No. Twelve Irish Whiskey

Proper No. Twelve Irish Whiskey is a smooth blend of triple-distilled malt and grain whiskey aged for four years in bourbon barrels delivering a delicious taste with hints of vanilla, honey-like sweetness and toasted wood. The name Proper No. Twelve pays homage to McGregor's hometown of Crumlin, located in Dublin's District 12. Conor McGregor, Audie Attar, Ken Austin and Proximo Spirits launched Proper No. Twelve in September 2018. The brand experienced one of the most successful launches in the wine & spirits category, selling 200,000 cases in its first six months on the market. For each case of Proper No. Twelve sold, five dollars is donated to First Responder organizations worldwide, adding up to $1 million annually. To date, the brand has contributed $1.9 million, with more to come. Proper No. Twelve retails at $24.99 and is bottled at 40% ABV (80 proof) and now 35% ABV (70 proof) for its Irish Apple varietal. It is available in the U.S. and internationally. For more information, please visit www.properwhiskey.com and follow on social media @ProperWhiskey. ©2023 Eire Born Spirits, Jersey City, NJ. Please drink responsibly.

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IT'S PIÑA! BUCHANAN'S BLENDED SCOTCH WHISKY INTRODUCES NEW BUCHANAN'S PINEAPPLE - THE FIRST FLAVORED SPIRIT IN THE BRAND'S AWARD-WINNING PORTFOLIO

Buchanan's Pineapple combines the exceptional smoothness of Scotch Whisky, with the juicy taste of pineapple, inviting drinkers to step into a more vibrant world.

NEW YORK, Feb. 7, 2023 - Buchanan's Blended Scotch Whisky is proud to introduce Buchanan's Pineapple, the newest offering in the award-winning whiskymaker's portfolio. A blend of Scotch Whisky from the House of Buchanan's and natural flavors, featuring the taste of its most popular mixing partner – pineapple – is perfect for those seeking an elevated craft cocktail experience and is best enjoyed with good food and great company. 

Experience the full interactive Multichannel News Release here: https://www.multivu.com/players/English/9124551-buchanans-scotch-whisky-pineapple/

Buchanan's Pineapple features notes of light caramel and vanilla, the luscious taste of juicy pineapple, and a bright, zesty citrus finish.  The new blend is bursting with pineapple flavor that is beautifully balanced with the traditional smoothness of whisky from the House of Buchanan's. Whether served over ice or mixed with seltzer water and a squeeze of lime, Buchanan's Pineapple is destined to delight any cocktail or whisky connoisseur with a vibrant palate and a taste for tropical flavor.

"For years, Buchanan's has been welcomed into the culture and celebrations of the Hispanic American community, often mixed with pineapple juice, resulting in one of our most popular serves, the Buchanita, which helped inspire us to create this new blended whisky flavor," says Joyce He, Director of Buchanan's Whisky. "With Buchanan's Pineapple, we are combining one of the most beloved flavors in Hispanic culture with the same distinct smoothnes from the House of Buchanan's people have enjoyed for more than 130 years."

Buchanan's Pineapple is welcoming drinkers 21 and older to step into a tangier timezone and a more vibrant world of flavor with new campaign It's Piña. The campaign celebrates a tropical state of mind, an energy, and a magic moment that happens the instant you share a piña drink with friends and family. The integrated campaign will launch with digital content in social and paid media, featuring original music by Venezuelan -Dominican producer Napoles, who added his 200% flavor to the campaign.

Buchanan's is encouraging fans to responsibly embrace the piña mindset at home, or out with friends, through easy-to-make cocktails and recipes, like the Piña Fizz and Bucha Colada. Buchanan's Pineapple will also be bringing piña vibes on the road throughout the year at some of the biggest cultural events, local parades and community gatherings across New York, California, Florida, Texas, Illinois, and beyond. Be sure to follow @buchananswhisky for more news, recipe inspiration, and to hear about local events near you.

Buchanan's Pineapple (750ml; 35% ABV) is a permanent addition to the Buchanan's Whisky portfolio and will be available for purchase online and in retail stores nationwide wherever fine spirits are sold beginning February 1, 2023, with a suggested retail price of $29.99.

ABOUT BUCHANAN'S WHISKY:

BUCHANAN'S Whisky's true purpose is to unite all who bring their 100% Hispanic and 100% American identities together to live a 200% life. It was created to be shared with one another and enjoyed by all, because our founder, James Buchanan believed in the power of sharing. With more than 130 years of authentic heritage, every bottle represents James Buchanan's commitment to creating the finest blended Scotch Whiskies. In 2023, BUCHANAN'S introduced BUCHANAN'S Pineapple to its award-winning portfolio which is comprised of four gold award-winning marques, including: BUCHANAN'S DeLuxe Blended Scotch Whisky, BUCHANAN'S MASTER Blended Scotch Whisky, BUCHANAN'S Special Reserve Blended Scotch Whisky, BUCHANAN'S RED SEAL Blended Scotch Whisky, which have been recognized in the most prestigious international spirits competitions. For more information, visit www.BuchanansWhisky.com or connect with us on Facebook: www.facebook.com/BuchanansUS, Instagram: www.instagram.com/BuchanansWhisky, and Twitter: www.twitter.com/BuchanansUSA.

About DIAGEO North America

DIAGEO is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray, and Guinness. DIAGEO is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about DIAGEO, their people, brands, and performance, visit www.diageo.com. Visit DIAGEO'S global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow at Twitter and Instagram for news and information about DIAGEO North America: @Diageo_NA.

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Bulleit Frontier Whiskey unveils new film - "A Toast To The Times" - at an environmentally conscious premiere, curated by pioneers in sustainability

LOS ANGELES, Feb. 3, 2023 Bulleit Frontier Whiskey premiered its short film, "A Toast To The Times" last night at an environmentally conscious event in Los Angeles. Every part of the celebration was considered to minimize its impact on the Earth, including upcycled furniture, a "root to stem" menu, and local recycling and compostable partnerships.

The event was attended by pioneers across art, sustainability, food and technology and was the first public screening of "A Toast To The Times" — a 90-second short produced in collaboration with GRAMMY nominated spoken word poet, J. Ivy, and filmmaker Carlos Lopez Estrada. The film celebrates those on the frontier of culture and is part of The Bulleit Pioneer Project — a multi-year commitment to championing and amplifying those breaking new ground.

A continued commitment to sustainability

The environmentally conscious event supports The Bulleit brand's commitment to championing a sustainable mindset. To make this premiere possible, Bulleit united a collective of pioneers sitting on the frontier of sustainability innovation spanning food, drink, furniture and waste management.

Designer and builder, Jimmy DiResta, was responsible for furniture across the space. As well as creating tables from 100-year-old doors and recycled metal table legs, the pièce de résistance was an upcycled Bulleit bar constructed using wood from a family farm built in 1790. The metal Bulleit logo started its life as the floorboard of an International Harvester Jeep and was extracted from a junkyard before being welded, and affixed to the top of the upcycled bar. Sunbeam Vintage in Highland Park, Los Angeles, also provided vintage pieces dotted throughout the space.

Chef Josh Gill was responsible for food, alongside Stephanie Reading on cocktails. Both are known for driving forward the sustainable food and drink movement across California and produced menus using the same ingredients, utilizing the root to the stem to minimize waste. The produce was sourced from within 30 miles of the event venue, from eco-conscious purveyors, and was served on palm leaves.

This was complemented by no single-use plastic throughout the space, 100% sustainable glassware and a partnership with Compostable LA, a full spectrum community compost service that turns food scraps into superfood for soil across Los Angeles.

"Pulling off an environmentally conscious event of this size was no easy feat," said Sophie Kelly, Senior Vice President of Whiskies at Diageo North America. "I'm immensely proud of the Bulleit brand's commitment to sustainability across the board. We've reinvented category standards with our carbon-neutral distillery in Lebanon, Kentucky, which is powered by 100% renewable energy, and our zero-waste production at Shelbyville. Now we're doubling down on this commitment through our marketing efforts. With this premiere, we're sharing our new film with the world as well as a glimpse of what's possible when you bring together a collection of people sitting on the frontier of sustainability and committed to change."

An expression of the frontier spirit

The event premiered "A Toast To The Times" a 90-second film that champions those living on the frontier of culture. The persistent and passionate spirit needed to break the status quo was powerfully captured by J. Ivy, and his emotive poem speaks of "those who aren't afraid to tap into their greatness", and states "wisdom is weaved in the waves we make". His words are accompanied by mixed media visualizations including original footage, illustration, animation and typography, curated by Mexican filmmaker, Carlos Lopez Estrada.

Alongside the film came the announcement of the Bulleit 100-Hour Commitment - a promise to provide emerging pioneers with 100 hours of mentorship from established talent thanks to Bulleit's long-standing relationship with music and creator platform, UnitedMasters. This commitment follows research by UnitedMasters that reveals mentorship is one of the most important — and least accessible — tools for those looking to further their craft. UnitedMasters' top talent spans musicians, writers, producers and DJs and these mentorship hours will be distributed across 2023 through activations, partnerships and digital content.

The film, "A Toast To The Times", from lead creative agency Anomaly, comes six weeks after Bulleit officially announced its Pioneer Project. In December 2022, it ran the Bulleit Remix Challenge — a quest to find talented lyricists to work alongside J. Ivy. The search resulted in hundreds of applicants submitting verses to receive a one-hour mentorship session with the artist.

Performances at the premiere event included J. Ivy, the winner of the Remix Challenge, and other UnitedMasters talent including DJ OHSO, Anisa Brenee, Col3trane and Siobhan Bell.

"A Toast To The Times" can be viewed at:
https://www.bulleit.com/pioneerproject/

Credits
Creative Agency: Anomaly
Film Production: Nexus Studios
Editorial: Work Editorial

About Bulleit Frontier Whiskey

Bulleit, founded in 1987, is one of the fastest-growing whiskeys in America. The brand attributes that growth to bartenders and cultural partners who have adopted it as their own. The Bulleit Frontier Whiskey portfolio is distilled and aged in the Bulleit family tradition, using a distinctive high rye recipe, which gives them a bold, spicy, yet distinctively smooth taste. The award-winning Kentucky whiskey most recently won a Double Gold medal for Bulleit 10-Year Old and Gold Medals for Bulleit Bourbon and Bulleit Rye at the 2021 San Francisco World Spirits Competition. In 2017, Bulleit celebrated its 30th anniversary with the opening of a new, state-of-the-art distillery located in Shelbyville, KY. Constructed with a focus on sustainable practices including natural habitat protection, water conservation and local ingredient sourcing, BDC received the Highly Commended award for Sustainable Distillery of the Year at the 2020 Icons of Whisky Awards from Whisky Magazine. In 2019, a Visitor's Centre at the Bulleit Distilling Co. in Shelbyville opened to share our modern, technological and sustainable approach to making great whiskey. In 2021, Diageo opened its first carbon-neutral whiskey distillery in Lebanon, KY with Bulleit being the first and leading brand being produced at the site. supplementing existing production at the Bulleit Distilling Co. For more information, visit www.bulleit.com or follow @Bulleit on Instagram.

About Diageo

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

About UnitedMasters

Launched in 2017 by Translation founder and music industry veteran Steve Stoute, UnitedMasters provides a new industry alternative for over 1.5 million independent artists. UnitedMasters gives artists access to premium music distribution services, a suite of tools to help them directly connect with fans, and opportunities for unique partnerships with some of the world's biggest brands. The UnitedMasters platform enables artists to operationalize their independence and maximize their creative and economic potential while allowing them to maintain full ownership over their master recording rights.

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Howler Head® Bourbon Expands Global Distribution to Brazil and Australia Leveraging Campari Group’s In-Market Expertise

 

SÃO PAULO & PERTH, AUS. FEBRUARY 06, 2023

Campari Group and Catalyst Spirits announce today Howler Head® Bourbon – the official flavored bourbon whiskey of UFC and the original banana-flavored super-premium bourbon whiskey – is now available in Brazil and Australia. The launches coincide with UFC® 283: TEIXEIRA vs. HILL in Rio de Janeiro and UFC® 284: Makhachev vs. Volkanovski in Perth. Campari Group controls a 15% interest in the popular Catalyst Spirits brand, which is also available in the United States, Canada and the U.K.

“Our partnership with Campari Group is allowing us to accelerate our global expansion plans for Howler Head exponentially,” said Simon Hunt, CEO of Catalyst Spirits. “Campari Group’s strong in-market experience and relationships enable us to easily enter these exciting whiskey markets with instant and efficient impact, allowing us to take full advantage of the growing demand globally for flavored and unflavored Bourbon.

Whiskey sales around the world have spiked in recent years, driven in great part by flavored whiskies. The global flavored whiskey market was expected to reach a value of US$27 billion by 2022, according to Future Market Insights, with North America, Europe, Latin America and Asia-Pacific driving significant volume increases. Launched in the U.S. in 2021, Howler Head sold nearly 70,000 9L cases in 2022 and has quickly become one of the fastest-growing whiskey brands in the United States.

To promote the launch in Brazil, Howler Head signed former UFC lightweight champion Charles Oliveira and UFC middleweight Caio Borralho – both hugely popular Brazilian athletes – to serve as spokespeople for the brand in marketing efforts, including Oliveira making personal appearances to greet fans in Rio during fight week of UFC 283. For the introduction in Australia, Howler Head has enlisted UFC featherweight champion Alexander Volkanovski, an Aussie himself, who is also fighting in the title fight at UFC 284.

In addition to Oliveira, Volkanovski and Barralho, Howler Head has also signed former UFC strawweight champion Joanna Jędrzejczyk and rising stars Sean O’Malley and Charles Jourdain to promote the brand globally. Through its partnership with UFC®, Howler Head has the ability to reach 700 million UFC fans worldwide.

“With bourbon whiskey serving as one of our global priority brand pillars for Campari Group and the recent positive trends in Brazil, Howler Head is an ideal fit for our local portfolio,” said Gustavo Bruno, Campari Group Country Managing Director Brazil.

“In addition to being an exceptionally high-quality liquid, in line with flavored whiskey trends, Howler Head has established a clear unique brand personality and, through its deep relationship with UFC, we believe it will be a hit in Australia,” said Simon Durrant, Managing Director of Campari Group Australia. “Along with Alexander Volkanovski, we will also be engaging additional fighters to endorse the brand in Australia. We are very pleased to give consumers the chance to meet and greet some of the greatest athletes in the world during the week of February 6th at UFC 284 in Perth.”

Media images of Howler Head can be found HERE.

ABOUT HOWLER HEAD
Howler Head is the original banana-flavored super-premium bourbon whiskey. It starts with real, carefully crafted Bourbon made with the finest grains and mineral-rich water. The resulting Bourbon is then aged for two years in charred American white oak barrels. Following the aging, the fine Bourbon is then blended with natural banana flavor.

ABOUT CATALYST SPIRITS
Catalyst Spirits is a global spirits company focused on leveraging the new economy and our vast experience to build and rapidly grow premium brands consumers truly want. Our fine spirits portfolio includes Howler Head, the original banana flavoured bourbon and the official flavoured whiskey of UFC; The Oceanus Hibernicus, a unique blend of Irish and Scottish malt whisk(e)y; and a number of other exciting brands in development. The Catalyst Spirits team leverages hundreds of years of in-depth industry know-how to develop impactful brands and bring them to market with pace, building them with exceptional marketing, retail, ecommerce and distributor support. Catalyst Spirits is a remote-work company with team members spread across North America and Europe. For more information on Catalyst Spirits, visit http://www.catalyst-spirits.com and for Howler Head visit http://www.howlerhead.com.

ABOUT CAMPARI GROUP
Campari Group is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands, spreading across Global, Regional and Local priorities.

Global Priorities, the Group’s key focus, include Aperol, Appleton Estate, Campari, SKYY, Wild Turkey and Grand Marnier.

The Group was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry. It has a global distribution reach, trading in over 190 nations around the world with leading positions in Europe and the Americas.

The Group’s growth strategy aims to combine organic growth through strong brand building and external growth via selective acquisitions of brands and businesses.
Headquartered in Sesto San Giovanni, Italy, Campari Group owns 23 plants worldwide and has its own distribution network in 23 countries. The Group employs approximately 4,000 people.

The shares of the parent company, Davide Campari-Milano N.V. (Reuters CPRI.MI - Bloomberg CPR IM), have been listed on the Italian Stock Exchange since 2001.

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EVERYONE'S A LITTLE IRISH ON ST. PATRICK'S DAY, EVEN YOUR SHAKE! BAILEYS INTRODUCES ITS FIRST-EVER MINTY GREEN OFFERING - VANILLA MINT SHAKE - TO HELP CELEBRATE THE IRISH WAY

The new, limited time offering puts an adult (and Irish) twist on a classic treat

NEW YORK, Feb. 2, 2023 - Born in Ireland in 1974, Baileys Original Irish Cream Liqueur was the first spirit to combine some of Ireland's most unapologetically delicious ingredients: rich dairy cream and Irish Whisky & fine spirits. Just in time for St. Patrick's Day, Baileys is celebrating its Irish roots with the launch of Baileys first-ever minty green limited-time-offering – Baileys Vanilla Mint Shake Irish Cream Liqueur; an adult (and proudly Irish) twist on a classic treat, perfect for any St. Patrick's Day celebration.

Experience the full interactive Multichannel News Release here: https://www.multivu.com/players/English/9137051-baileys-vanilla-mint-shake/

Made with the delectable flavors of mint, vanilla, and a hint of chocolate, Baileys Vanilla Mint Shake can be enjoyed in a number of ways including blended in an indulgent adult milkshake, in a chilled shot, or even over your favorite ice cream. The exceptionally colorful treat is the perfect indulgence and green-themed addition to all St. Patrick's Day celebrations, from daytime get-togethers to an afternoon sláinte with your crew.

"This St. Patrick's Day, Baileys is going minty green for the first time ever! We are absolutely thrilled to provide a new delicious indulgence for everyone's annual celebrations," says Sophie Kelly, SVP of Whiskies and Liqueur, DIAGEO North America. "St. Patrick's Day is always a time when people come together to have a bit of fun and toast to the Emerald Isle, and we hope this year it's with the decadent Baileys Vanilla Mint Shake."

Baileys Vanilla Mint Shake is available nationwide for a limited time for those 21+ where spirits-based beverages are sold for a suggested retail price of $24.99 for a 750ml bottle. For more information, please visit www.BAILEYS.com.

About BAILEYS Original Irish Cream Liqueur:
BAILEYS launched in Ireland in 1974. It is now available in 180 markets worldwide and is the number one selling liqueur in the world. Owned by Diageo plc, BAILEYS is currently ranked 7th among all distilled spirits sold worldwide. It's the signature delicious balance of Irish Cream, whisky and fine spirits that makes BAILEYS Original Irish Cream the perfect little indulgence when you need a break from your daily routine. The BAILEYS portfolio includes Original Irish Cream, Salted Caramel, Vanilla Cinnamon, Espresso Crème, Strawberries & Cream and Almande. For more information on BAILEYS Original Irish Cream, please visit us at www.BAILEYS.com.

About Diageo North America
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world.

For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow at Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

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Wigl Rebel Room Spirits & Provisions Pennsylvania Straight Rye

Wigl Rebel Room Spirits & Provisions Pennsylvania Straight Rye 42%-ABV 750ml.

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Sagamore Spirit Releases Latest in its Award-Winning Reserve Series: 8-Year-Old Rye Whiskey, Aged to Excellence

One of the longest-aged releases to date from Maryland distillery pays homage to its origins with a layered rye whiskey, complex and rich with indulgent flavors of candied ginger, sweet orange, molasses, and nut brittle

BALTIMORE, Feb. 1, 2023 To say the best things come with time is an understatement in the world of whiskey, as award-winning distiller Sagamore Spirit proves once more with the release of its limited-edition Sagamore Spirit Reserve Series 8-Year-Old Rye Whiskey, announced today.

Almost a decade in the making, this 8-year-old straight rye whiskey is a testament to the power of time, patience and the skill of Sagamore Spirit's team of distillers. Aged in new charred American white oak barrels for eight years, this complex spirit brings forth dried cherries, clove, and smoked vanilla on the nose and flavors of candied ginger, sweet orange, molasses, and nut brittle for a bold palate that leaves a lasting finish. These indulgent flavors come together in a balanced, versatile, yet remarkably approachable 111.4-proof rye that can be savored neat, on the rocks or as the base for a warming seasonal cocktail.

"Our 8-Year-Old Rye Whiskey comes from some of the first liquid we put into barrels and set us on the path to where we are today," said Brian Treacy, Sagamore Spirit's co-founder and president. "More time in a barrel doesn't always translate to better whiskey, but this release shows what can come from careful, expert aging and thoughtful blending. The patience and care our distilling team took with this release dating back over eight years ago set the blueprint for the whiskies that would follow."

The new release marks the first time Sagamore Spirit 8-Year-Old Rye Whiskey will be available throughout Sagamore Spirit's entire domestic distribution footprint. An earlier iteration – available at the distillery and in select markets in 2021 – earned a Gold Medal from the ASCOT Awards and a Double Gold from the San Francisco World Spirits Competition. Since then, Sagamore Spirit's distilling team was focused on crafting a more widely available version that matched its predecessor in quality and flavor profile. It's part of the Sagamore Spirit Reserve Series – a collection of limited-edition rye whiskies that celebrate the legacy of Maryland distilling, with an unyielding focus on excellence from start to finish. Past releases include Port Finish, Rum Cask Finish and Sherry Finish.

Sagamore Spirit Reserve Series 8-Year-Old Rye Whiskey will be available beginning in March in 750ml bottles at a suggested retail price $79 – an exceptional value for an expression of this age.

While 8-Year-Old Rye Whiskey will only be available for a limited time, fans can enjoy Sagamore Spirit's core portfolio year-round with its Signature, Cask Strength and Double Oak rye whiskies that are leading the Maryland-style rye revival around the globe.

About Sagamore Spirit
Inspired by the legacy of Maryland Rye and today's spirit consumer, Sagamore Spirit is driven to craft the world's best Rye Whiskey while strengthening its collective communities. Its award-winning five-acre waterfront distillery in Baltimore is reclaiming the city's rightful place in America's whiskey history, where storied distillers crafted rye whiskey for more than 150 years before Kentucky was founded.

Maryland Rye Whiskey was known to be full bodied yet notably more balanced than other regional rye styles, and Sagamore Spirit has picked up the torch. Its American Rye Whiskies have earned more than 150 awards internationally, including "World's Best Rye Whiskey" in 2019 at the San Francisco World Spirits Competition. Sagamore Spirit's distillation team blends two different rye mash bills – a high rye and a low rye – and then adds pure Maryland limestone-filtered spring water, transported 22 miles from Sagamore Farm, to craft the brand's Signature 83-proof Maryland-Style Rye Whiskey. To learn more about Sagamore Spirit's core expressions, including its Signature Rye Whiskey, Cask Strength Rye Whiskey and Double Oak Rye Whiskey, as well as limited-time Reserve Series releases, visit www.SagamoreSpirit.com.

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Louisiana Spirits Kentucky Owl Batch 13 Kentucky Straight Bourbon Whiskey

Louisiana Spirits Kentucky Owl Batch 13 Kentucky Straight Bourbon Whiskey 57.3%-ABV 750ml.

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SEAGRAM'S 7 CROWN AMERICAN BLENDED WHISKEY AND COMEDIAN ILIZA SHLESINGER CELEBRATE REGULARS AND THEIR DRINKING SPOTS IN NEW "IT'S YOUR SPOT" CAMPAIGN

The Iconic Whiskey Brand and Comedian Cheers to Unconventional Drinking Locales Across the Country in New Advertisements

NEW YORK, NY Jan. 30, 2023 /PRNewswire/ -- Kicking off the New Year, Seagram's 7 Crown American Blended Whiskey is raising a 7&7 to drinking spots across the country by teaming up with actor and comedian, Iliza Shlesinger, to launch the new "It's Your Spot" campaign! Inspired by dive bar regulars and how they have transformed their spaces into local staples over the years, the new videos from the brand are shining a light on the fact that unofficial drinking spots can often become the centerpiece of great memories.

The new "It's Your Spot" videos - titled "Football" and "Fishing" - highlight the uniqueness of these destinations. Whether it's your secret fishing spot or an old garage filled with football memorabilia, Shlesinger shows that Seagram's 7 is a drink perfect for a variety of occasions.

"Sometimes the best things in life can be pretty unconventional," said Iliza Shlesinger, Seagram's 7 Brand Partner. "The thing I love most about Seagram's 7 is that you don't need all of the bells and whistles to make an amazing cocktail while making equally amazing memories. As long as you're with great company, the rest will fall into place."

Shlesinger has previously partnered with Seagram's 7 for its National Dive Bar Day campaigns. In 2021, the comedian fronted the "Keep the Dive Alive" campaign where the brand celebrated dive bar regulars by awarding seven lucky winners with $700 checks.

"We love how this new campaign is a celebration of all the special off-premise spots that have extraordinary meaning to those 'Regulars' who know," said Dina Krannich, Senior Brand Manager of Seagram's 7. "These spots pull together elements that connect to the feeling of being back in our regular bars we know and love."

Seagram's 7 is a carefully blended American whiskey aged in oak with a rich and casual history. The whiskey shares a storied past with dive bars, as both have been an integral part of American drinking culture.

No matter how you choose to enjoy a 7&7, Seagram's 7 reminds you to always drink responsibly.

ABOUT ILIZA SHLESINGER

Iliza Shlesinger is an award-winning comedian and multi-hyphenate actor-writer-producer-author, selling out theatres around the globe with a devoted fanbase who create their own Iliza-inspired swag to wear to her shows. Visit www.iliza.com for more information.

ABOUT SEAGRAM'S 7

Seagram's 7 Crown American Blended Whiskey is an American icon with a rich heritage dating back to the 1930s. A blended American whiskey, Seagram's 7 has a legacy of bringing people together through its easy-to-drink, smooth liquid. Seagram's 7 is casual, approachable and has a taste profile that stands the test of time on its own and in its signature drink, the 7 & 7. For more information, visit seagrams7.com and follow us on Instagram @seagrams7. Seagram's 7 encourages all consumers to please enjoy responsibly.

ABOUT DIAGEO NORTH AMERICA

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world.

For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow at Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

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